Thanks a lot. Thanks so much, jess. This has been burning up our "heat index," this zesty guy we've been showing all morning, he's gone viral. You ask why. Keep watching, undressing to sell salad dressing. Abc's linsey davis is here. Tough assignment, linsey. Reporter: Tough stuff. Kraft, the midwestern-based company known for being conservative in its advertising is going sexy. The new ad campaign is the sexiest or I should say the zestiest they've gone as they experiment with a new way to sell salad dressing to women. Ladies, let's make a salad, shall we? Mm-mm.This is the most beautiful pepper I've ever held. How zesty do you want it? Reporter: You've probably never thought of salad dressing as hot, sizzling or spicy but kraft is pouring it on thick. How about a lot more? Whoo. Reporter: With an ultimately shirtless hunk of a chef. A little more? Whew. Reporter: This guy, anderson davis is the one people are talking about. It's nice to have people come up and say, dude, you're super zesty or whatever they're going to say to you. Reporter: As if kraft took a recipe in how to spice things up right out of the old ice cookbook. Hello, ladies. Look at your man, now back to me. Now back to your man. Now back to me. Reporter: Remember mustafa, the man your man could smell like. &#9834; I just want to make love to you &#9834; Reporter: Or the steamy diet coke gardner with the washboard stomach and who could forget kate upton's slow motion car wash intended to promote a new mercedes model. I think sexy ads are definitely all about the shock value. I mean, you get people talking about the commercial which in turn gets them talking about your brand. Reporter: For years companies have turned to this kind of tongue in cheek sex appeal and it's worked. And let's face it. Without the sexy man holding the bottle salad dressing isn't necessarily something that gets people talking or tweeting. I've had a couple of proposals online. I have a ton of action on twitter and facebook and a lot of positive response so I think we kind of accomplished what we set out to accomplish. Reporter: Because in anyone else's hands, it might just be another bottle of salad dressing. Kraft is certainly getting lots of attention with the new character. He's already making the rounds on tv and social media. One thing we do know and it doesn't require any additional research, sex sells, guys. Old spice, six months after unveiling mustafa their sales doubled. We'll see what happens. Could making salad ever be so much fun, zesty. Zesty.

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